‘Way of Love’ Colors Nippon in Honor

A public service project to paint—and eventually build—schools in rural China and bring art education to those pupils has drawn a major corporate social responsibility honor for Nippon Paint.

Nippon Paint China's "Color, way of love" project took both the enterprise award of 2012's Most Influential Event of Corporate Social Responsibility (CSR) and the individual award of 2012's Most Influential Public Figure in Mass Communications at Asia's 2012 Summit Forum of CSR and PR (Public Relations).

Photos: Nippon Paint China

The project aimed to paint 100 schools in rural China in three years. It topped that goal in the first year.

The "Color, way of love" project, which began in 2009, is dedicated to beautifying school campuses, improving teaching environments, and sparking children's imaginations.

DuPont is a partner in the project, Dow and other companies have also supported it.

New Schools, Free Paint

The program's original goal was to paint walls of 100 Project Hope schools in three years. Project Hope, run by the China Youth Development Foundation, aims to provide better educational environment for primary school children in remote rural areas in China.

Nippon's three-year goal was achieved in the first year, with 111 schools painted.

This year, the project focused on supporting art education by providing training for art teachers in China's rural areas.

Reaching Out

"Color, way of love" is just the latest project in Nippon Paint's social outreach efforts. The company says it has been active in supporting community programs since 2002. Its efforts have also supported orphanages and disaster areas.

The "Color, way of love" project has grown from painting schools to building them.

Ariel Wu, Nippon Paint China's director of PR and corporate branding, told a Chinese newspaper that the "Color, way of love" project had strengthened the bond between Nippon Paint China and its market. She said the project has become a "second brand" of the company.

The project has drawn participation from throughout China, fueled by bloggers and other online supporters contributing painting designs, ideas and volunteers, Wu told the newspaper. Groups and individuals interested in public service have an open invitation to join the project, and many artists have participated, reports say.

Wu called the project an open, constantly evolving platform for public service.

"Our method can be easily imitated, and we have always been very pleased to share our experiences with everyone," she said.

"This is an unparalleled public-service series, which has caused an industry-wide chain effect. It will continue to grow and to help children realize every possibility."

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